One great way to get on the "inside" of an account is to follow key marketing decision-makers on Twitter. Anyone can "follow" anyone
with a Twitter account, and by "following" a marketing executive you
will receive a steady stream of anecdotal information that can better
help you understand and ultimately sell the account.

question is, who in your client’s marketing department is on
Twitter? I’ve noticed that most ad managers and people focused on
internal functions are often not. Even though Twitter is all the rage,
most people who start do not continue. A recent survey by Nielsen found
that slightly less than 60 percent of Twitter beginners continue after a month. In
business, the people who tend to keep Tweeting are ones who find a
business benefit. For internal people, like media buyers, once the
novelty wears of it can be hard to justify the time, effort and
discipline required to keep up a steady flow of Tweets.

But a chief marketing officer who Tweets can attract positive
attention for an organization. Since most will assume they are involved
in company policy, when their posts generate a positive reaction,
it reflects on the company. That is a business benefit.

On a large
account, you may never meet or call on the CMO. But by "following " them
on Twitter you can gain insight into the mind, values, and where abouts
of the person setting the tone and direction for an organizations

Let’s get started. Check this list of
CMOs who are on Twitter maintained by by Systemic Marketing to see if
you already know a CMO on Twitter. Hey, that’s Zinio’s CMO Jeanniey
Mullen at #33 on the list. See? I already know a CMO on Twitter. I’ll bet you do too!

Expanding Your Brand into Live Events
Check out this related session at The Folio: Show, November 1-2 in NYC!

Editorial franchises—things like the annual “Top Innovators” or “Best Places,” or “Hottest Companies—become franchises because there’s a proven audience that…